Category
Lifestyle
Assisted Choices
Trend cluster
Category
Super
Pet
Pet foods adopt "superfood" ingredients to appeal to hyper-responsible pet owners.
2.4
Trend score
Trend
What is the Super Pet trend?
Super Pet: The popularity of "superfoods" has resulted in the marketing of pet food products as including these varied ingredients, with everything from algae to beets enhancing the health of pets' meals. These superfood pet products appeal to hyper-conscious pet owners, particularly those within Millennial demographics, due to their framing as artisan and ultra-nutritious.
Trend themes
Themes within the Super Pet trend
Three behaviours holding the trend together01
Superfood pet products
The trend of using superfoods in pet food products is appealing to hyper-conscious pet owners who are looking for ultra-nutritious and artisan pet products.
02
Baked dog food
The trend of baking dog food is gaining popularity, with brands like Nineteen87 recognizing that baking is the best way to avoid overprocessing ingredients and helping them to retain the most nutritional value and flavor possible.
03
Pet supplements
The trend of using all-natural ingredients in pet supplements, as exemplified by Because Animals, appeals to consumers looking for environmentally friendly solutions with ingredients missing from most pet food formulas.
Industry implications
What the Super Pet trend means for industry
Where the trend changes the playbookFor
Pet food
Brands in the pet food industry can consider using superfoods, baking dog food, and all-natural ingredients in pet supplements to appeal to health-conscious consumers looking for ultra-nutritious food for their pets.
For
Human food industry
Human food industry professionals can look into collaborating with the pet food industry, as consumers are seeking human-grade ingredients for their pets, mirroring patterns in the human food market, such as clean meat.
For
Supplement industry
Those in the supplement industry can look into expanding their product lines to include pet supplements, as consumers are looking for all-natural ingredients and environmentally friendly solutions to support the health and well-being of their pets.
Workshop question
How could your brand adopt a popular product/service from an adjacent industry?
Trend signals
Trend signals for Super Pet
Trend score 2.4 out of 10, from popularity 35%, activity 28%, freshness 8%.
Popularity35%
Activity28%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Super Pet trend
5 featured examples from May 15, 2017 to May 29, 2018CategoryLifestyle
Algae-Based Pet Supplements
'Because Animal' Supports Pets with All-Natural, Eco-Friendly Products
Disruptive innovation opportunity: Develop and market innovative pet supplement products that address specific health concerns or provide overall well-being support for pets.
CategoryLifestyle
Protein-Packed Baked Dog Foods
Nineteen87's Superfood Range for Dogs Features 50% Fresh Meat
Pet food brands can capitalize on the trend of baked dog foods and superfood-infused formulas to attract health-conscious pet owners.
CategoryLifestyle
Raw Ketogenic Dog Food
ROCKETO Makes NASA-Grade Organic Superfood for Dogs
The pet food industry has a disruptive innovation opportunity to cater to the growing demand for organic, high-quality pet food products.
CategoryLifestyle
Beet-Infused Dog Biscuits
Bad Dog Bakery's Red Beet Treats are a Pet-Friendly Superfood Snack
Pet food brands can create healthier pet treat options that are more nutritious with natural ingredients, like beets, to tap into the health-conscious pet owner market.
CategoryLifestyle
Protein-Rich Pet Food Toppers
Wellness Natural Pet Food's CORE Bowl Boosters Customize Meals
The pet food industry can innovate by offering more protein-rich meal toppers similar to Wellness Natural Pet Food's CORE Bowl Boosters.
